McDonald’s media relations chief explains the best and worst things to do in a crisis

Usually, the organizations that make it through choppy waters most intact are the ones with a plan.

Danya Proud is well aware of the necessity for any company—big or small—to be prepared for such a situation. Proud, who is director of media relations at McDonald’s USA, shared with PR Daily the best and worst practices during a crisis.

According to Proud, you should never:

Miss an opportunity. A crisis can be an opportunity to set the record straight. “I seize every opportunity to educate,” Proud says.

Fail to recognize C.A.V.E. people. Some people are “trolling” the Internet looking to stir up trouble. You need to know when to respond and when to recognize a “C.A.V.E.” person—that is, a Citizen Against Virtually Everything, as McDonald’s CEO Jim Skinner calls them. “Understand and accept that you won’t get 100 percent” of people loving your brand, Proud advises.